What is marketing automation and how do you deploy it?

You sent a well thought out email campaign, but still your mail ends up in spam. How can that be? That's because e-mail providers are becoming increasingly strict in evaluating incoming e-mails. Spam filters are increasingly blocking messages that resemble previously flagged spam and messages that appear to come from untrustworthy senders.
Fortunately, with a few tweaks, you can prevent your mail from ending up in spam. This blog tells you how to do that.
Spam mail are unwanted messages that are often sent in large numbers. Think emails with offers, bogus promotions or links to suspicious websites. Email providers such as Gmail and Outlook are constantly working to block these types of messages. Unfortunately, well-intentioned emails are sometimes mistaken as spam as a result. Fortunately, you can prevent your mail from being flagged as spam by setting up your emails appropriately.
Spam filters pay attention to specific characteristics of e-mails. Think of sender details, content and technical settings. If your e-mails look too much like spam e-mails, they are more likely to end up in the spam box. Want to prevent your mail from ending up in spam? Then follow these five steps:
Email providers want to make sure your messages really come from you. By authenticating your domain, you show that you are a trusted sender. This acts as a kind of digital passport for your e-mails and helps prevent your mail from ending up in spam. You can do this through techniques such as SPF, DKIM and DMARC. Most e-mail platforms offer clear steps to set this up. Can't figure it out? Then engage an IT specialist to take care of this for you.
Always seek explicit consent before sending marketing emails. Not only is this required by the AVG, but it also ensures an engaged mailing list. Recipients who have actively given permission are much more likely to open and read your emails. In addition, you reduce the chance that contacts will mark your mail as spam because they are not expecting it or because they are simply not waiting for your mail.
An impersonal sender such as"noreply@bedrijf.nl"comes across as untrustworthy and can cause your mail to end up in spam. Instead, choose a recognizable e-mail address, such as your company name or a specific employee. For example, consider"jan@bedrijf.nl"or"marketing@bedrijf.nl."
Spam filters pay attention to certain words and formatting often used in junk mail. Terms such as "free," "discount" or "win" and excessive use of capital letters or punctuation can cause your mail to end up in spam.
Keep your emails natural and avoid these elements:
By avoiding these elements, you reduce the chances of your mail ending up in spam.
When recipients don't open your emails, it can hurt your sending reputation. This is because e-mail providers see inactive contacts as a sign that your e-mails are not wanted, which can lead to more spam alerts. So keep your list up-to-date by regularly deleting contacts who don't open your e-mails. Although it may feel counterintuitive, this helps keep your list active and engaged. Moreover, not only does this prevent your messages from being flagged as spam, but it often gets you better results with your campaigns. Win-win!
With the above steps, you increase the chances that your emails will reach the inbox and no longer end up in the spam box. That's already a win. But would you like to optimize your email campaigns even further? Please contact us. We are happy to think along with you!
Written by: Anouk Romeijn
Anouk is an e-mail marketer at OMA. This gym rat knows exactly how to send emails that do get opened. Subscribe to our newsletter and see for yourself!